CHƯƠNG 3 MARKETING ĐIỆN TỬ - 2

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CHƯƠNG 3 MARKETING ĐIỆN TỬ - 2 Churang 3 MARKETING Dim Ti) 3.1. Tinig quan ye marketing din tir 3.1.1. Ceic khai nVem co ban ve E-marketing Marketing da hinh thank tir rat lau cling voi su phat trien cua hoat dOngthucmg mai. Tuy nhien markting dien tix thi m6i chi ph6 bien trong han 15nam trey lai day. Hien nay có nhieu each hieu marketing dien tir, sau day lamot s6 khai niem dien hinh ve marketing dien tir: Marketing dien tir la qua trinh lap ke hoach ve san pham, gia, phan ph&va xfic tien d6i vOi san pham, dich vu va ), tuOng de dap ling nhu cau cua t6chirc va ca ithan - dua tren cac phuang tien dien tir va Internet. 9 Marketing dien tir bao g6m tat ea cac hoat d6ng de thoa man nhu cauva mong muon cua khach hang thong qua Internet va cac phuang tien dientir 10 Marketing dien tir la viec img dung mang Internet va cac phuang tiendien to (web, e-mail, co so dit lieu, multimedia, Smartpohone...) de tienhanh cac hoat dOng marketing nharn dat duac cac muc tieu cua t6 chirc vaduy tri quan he khach hang thong qua viec nang cao hieu Net ve khach hang(thong tin, hanh vi, gia tri, mirc dO trung thanh... tir d6 lien hanh cac hoatdOng cue tien huang muc tieu va cac dich vu qua mpg huong toi thoa mannhu eau cua khach hang. Ye ca ban, marketing dien tir duac hieu la cac hoat dOng marketingdugc lien hanh qua cac phuang tien dien tir va mang vin thong. Trong do,phuang tien dien tir c6 the la may tinh, dien thoai di dOng, Smartpohonecon mang vien thOng c6 the la Internet, mpg thong tin di Ong... Philip Kotler, Marketing Management, 11 Edition, 20079I° Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000 http://www.davechaffey.com/Internet-Marketing 143 3.1.2. Cdc hinh that plat trim co ban cda marketing din tir Nhin chung marketing dien tir trai qua 3 giai down phat trien: Thong tin: cac hog deng marketing dien tir nham glen thieu, quang bahinh anh doanh nghiep, san phim dich vu cua doanh nghiep thong qua cacwebsite, catalogue dien Giao dich: cac hoat Ong giao dich true tuyen, to &Ong hoa cac quytrinh kinh doanh, phut vu khach hang tot hcm, thuan lien, an town va hieuqua hcm trong ban le, dich vu ngan hang, thi twang chimg Twang tic: phi hgp, lien ket gift nha cung cap, nha san xuat, nhaphan phii... thong qua chia se cac he thing thong tin, phii hgp cac quy trinhsan xuat, kinh doanh de hoat Ong hieu qua nhat, dien hinh la cac hang sanxuat 6 to, may tinh... * Nhang hoat d ng Marketing dien t r ph6 biin O - Marketing true tie) bang e-mail. - Giri thong diep quang coo qua Internet den cac thiet bi dien tir nhudien thoai di &Ong, fax... - Dich vu khach hang thong qua cac cong cu tren web va Internet nhuchat, voice, video conference, net meeting. - Thuc hien dieu tray kien khach hang to Ong bang bang eau hoi trenweb. - Dang ky tren cac san giao dich, cong thucmg mai dien - Ti chfrc cac can dan de tim hitu y kien khach hang. - Tir 2009 xuat hien hinh dale Marketing dien tir qua mpg xa hei * So sanh marketing dien tir va marketing truyJn thing CO the khang dinh rang mix tieu cua marketing dien tir va truyen thingkhong khac nhau. Jeff Bezos — nguoi sang 14 va ding th6i la chu tich cuaAmazon.com , met trong nhung cong ty kinh doanh qua mang hang dau thegiai voi doanh se nom 2009 khoang 29 tS, USD da phat lieu rang: Mgiding ty deu phai chu trong tad khach hang, huang tai nhu cau cua khachhang tnrac khi de cap tai san pham cua minh, cho dir trong thoi dai cong144nghe thong tin hay cac thed dai khac. Doi vori doanh nghiep, invc tieu cuamarketing dien tir khong khac vOi marketing truyen thong, deu la doanh se,loci nhuan, thi phan... Jeff Bezos ding nhan xet ve Amazon.com nhu sau: Chang ME khong phai la nha phan phoi sach bao Chang toi sung khong phai la nguoi ban bang dra nhac Chang toi cung khong phai la nhiing nha kinh doanh phim anh Va cung khong phai la ding ty chuyen ban ciciu gia, ma Chfing till la cong ty phut vu khach hang. Dieu nay cho thay, trong thed dai ding nghe thong tin hien nay,marketing dien tir hay truyen thong deu huang tai ding met dei tucmg, do lakhach hang. Tuy nhien, marketing dien tir khac vai marketing truyen then 6 haidiem chinh do la: mai truimg kinh doanh va phimng tign thirc hi?n. D6ivai moi tnremg kinh doanh, marketing dien tir tap trong vao cac hog &Ongmarketing trong m8i tnr6ng Internet va Web. Den nay marketing dien tir COthe ma rang m8i truong ra cac mpg vien th6ng khac nhu mang thong tin di&Ong nh6 sv hei to cua cac mang vin thong. Ve phucmg tien thvc hien:marketing dien tir sir dung Internet va cac thik bi dien tir nhu may tinh,PDA, dien thoai di &Ong va cac thiet bi d ...